SPONGEBOB's FASHION FOLLOWING

LONDON—Who knew SpongeBob SquarePants had such a loyal fashio—and art—following?

Scarlett Johansson, Kanye West, Justin Timberlake are fans and Marc Jacobs has the cartoon character tattooed on his arm. The latest admirer, however, happens to be one of London's most respected bespoke tailors, Richard James. James collaborated with SpongeBob (and his parents at Nickelodeon) for a capsule collection of individually numbered ties, shirts and pocket squares—who's stuffy now?

The mix even includes one heart-stopping canary yellow suit—not for the faint of heart, or the color shy. Like the rest of the collection, we're not talking innocent little pops of color, but shockingly bright colorblocks and cartoon animations best suited for the client willing to attract a lot of attention, especially from the under 5 set.

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Most of the attendees at last night's party at James' Savile Row flagship happily obliged to the dress code: color and humor absolutely required. Maia Norman (Mrs. Damien Hirst), Dinos and Tiphane Chapman, Serena Rees, Kinder Agguguni, Selina Blow and Natalie Hands were all in the mix, and each had a go at tweaking the nose of the guest of honour, a giant SpongeBob.

As Nickelodeon's Consumer Products Mark Kingston, says: "The creation of range by Richard James is testament to SpongeBob's broad appeal, which has taken him into the high profile fashion sector." But for the top tailor himself, it was more about the wee man's comedic timing: "We've always been great fans of SpongeBob. The humor of the character transcends generations and the use of color is what first grabbed our attention when we were approached by Nickelodeon to work on this collaboration."

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